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High Street Brands Borrow Luxury Tactics for Comeback
31 Oct
Summary
- Brands are adopting luxury strategies like celebrity collaborations and enhanced services.
- Retailers are focusing on fashion-informed collections to attract younger demographics.
- Technology like AI stylists and virtual try-ons are enhancing the online shopping experience.
Familiar high street brands are staging a comeback by adopting strategies previously exclusive to luxury fashion houses. These retailers are moving beyond purely trend-led designs to engage a more discerning generation of shoppers.
Collaborations with celebrities and enhanced services are key. Gap partnered with Victoria Beckham, while Marks & Spencer showcased a catwalk collection at London Fashion Week, making pieces immediately available. M&S reports a 16% year-on-year increase in shoppers under 35, attributing this to more fashion-informed seasonal collections.
Asos has appointed stylist Law Roach as stylist-in-residence, influencing advertising and offering styling advice. The online retailer also introduced AI stylists, virtual try-on tools, and a 'Buy the Look' feature, responding to research showing 68% of consumers need guidance on how to wear items.
This evolution reflects brands adapting to sophisticated consumer approaches, particularly online. They are borrowing cultural cues from luxury fashion to meet shopper aspirations while remaining accessible in price. Asos's adaptive collection for disabled customers, developed with Tilting the Lens, further illustrates this inclusive approach.
These affordable adaptive pieces, with nothing exceeding £65, address the needs of disabled individuals, 46% of whom are unemployed in the UK. Cost remains a critical factor for shoppers, especially given economic pressures and the rise of secondhand platforms like Vinted.
For Asos, this overhaul was critical after a significant sales decline. While cost-cutting measures have improved profitability, the full impact of a recent cyber-attack remains uncertain. Brands are also tempering their environmental messaging due to cost and political considerations, focusing instead on longevity and value.
Ultimately, these high street brands recognize that today's consumers, particularly Gen Z and millennials, are savvy and often jaded. To capture their attention, retailers must offer more than just affordable trends; they need to provide an elevated experience that resonates with evolving shopping habits and aspirations.
